SELF-MADE: Entrepreneurial Photography in the Indie Music Scene
By BD Marie Hughes
Originally submitted to TAMBOURINE Magazine www.TambourineMagazine.ca – February 10.2008
In December of 2007 I met a young, aspiring photographer named Elena Vardon at a photo shoot for Canadian indie rock band Downfall of Romeo. After seeing some of her work, and, curious about her entrepreneurial spirit, I wanted to interview her for Tambourine magazine. Recently, we sat down at The Java House on Queen West at Spadina in downtown
BD/Tambourine Magazine: How did you and DoR get together?
Elena: I actually knew Richard first (Downfall of Romeo’s bassist). We used to work together and kept in touch over time. Then I found out that he’s in a band. So I went out to see some of his shows, and you know, just supporting him. I think their band has a really good energy. I thought the photo shoot was a great opportunity, would be a lot of fun, and would help them out. So I said, “Sure!”
BD/T: What aspects of that collaboration did you enjoy the most?
Elena: It was a lot of fun! The guys were so into it and were so excited about the whole thing. It’s really fun to work with people who are aspiring in their own craft. It was great to see them getting excited about it and listening to their ideas. Where we shot was a really great location. There were a lot of opportunities to set up interesting shots.
BD/T: Would you consider working with those guys again? (laughs)
Elena: For sure! (laughs) They were really nice and easy to work with – a lot of fun! So I don’t see why not! (still laughing)
BD/T: What got you interested in photography?
Elena: As far back as I remember, I have always found photography to be one of the most striking and affecting art forms because it’s real. I have also always been obsessed with documenting life. I could never let a pretty sunset go by without trying to capture it. Some people might say that’s unhealthy but I just always saw it as an immutable part of my personality. I looked for ways to satiate my desire to record the wonderful moments in life. I was lucky that my mom was interested in photography, too, and I could learn from her when I was really young.
BD/T: How did you earn your “ed cred” (educational credentials)?
Elena: Well, I took photography classes in high school because I was curious about the technical aspect of the pursuit. To me, it was a hobby and an art form but I felt limited by my knowledge of camera functions. Eventually, I ended up studying film production at
Actually, I feel that I learned as much out of school as I did in school. Don’t get me wrong. It was very valuable to learn about F-stops and depth of field and so on, but I find that what was most important to me was finally just telling myself not be afraid and going out there on my own and just taking pictures. I was too afraid when I was in college to really use the film cameras and I regret this. But I think having made that mistake made me stronger in the end. Now I don’t let fear get the best of me.
BD: Are you strictly shooting with digital? Any other media?Elena: I would love to shoot with film again. Right now I’m sticking with digital because my good camera is digital and I’ve gotten so used to it. I haven’t worked with film in years. Working in a dark room, though, is really magical. Also, I love grainy film images and you can’t get those with digital because digital grain is just not the same. Film is so expensive and so finicky. There is something to be said for being able to see your photos playback immediately. So, maybe some day, I’ll use film again. For now I’m sticking to digital.
BD/T: How are you going about drumming up new business? Word of mouth? Referrals? Cyberspace? The dreaded cold calling?? (laughs)
Elena: (laughs) Right now I’d say the internet is a big help because I always know it’s there for me and I can advertise on various websites. The business I’m getting now is mostly through word of mouth. It’s just because I know some people who wanted head shots. I know some people who do music and who are involved in the music industry to kind of practice and have fun with it.
BD/T: What have been some of the challenges as a young, female entrepreneur in this line of work? Does the fact that you’re young, quote unquote, seem to be a barrier? How about the fact that you’re female in a male dominated field?
Elena: As far as age goes, I think it’s true sometimes people don’t take you as seriously when you’re younger. It does sort of help when you’re doing music shoots and you’re sort of in the zone with other young people. Bands trust you and what you’re doing because you’re in the same demographic. It can help you or hurt you – it just depends on what you’re doing.
It’s the same with film. I had a lot of issues with this when I was in school. I found many men didn’t trust the women in the class to do a good job. The women faced a lot more scrutiny than the guys did. It made me more timid than I otherwise would have been. I really do feel that I have to work hard to prove myself especially being a young woman. However, I’m not going to let interfere with my plans. (smiles) I think that the best way to gain respect is through perseverance. I think a lot of women in the photography industry have done just that. I’m really inspired by female photographers like Annie Leibovitz and Diane Arbus. Arbus is fascinating because her husband was a photographer and she learned through him, undiscouraged, even though, in those times, it truly was a man’s profession. Clearly, things are way better now. I can only hope we continue to move toward equality.
BD: What advice would you give to other young women entrepreneurs trying to break into the music scene with their photography?
Elena: I would say that if you hate living a typical life and you dream about succeeding in doing something you know you’re good at, being your own “boss,” so to speak, you can do it. I have always been creative, but when I was younger, I was so unmotivated and easily scared off. Now, I’ve realized that I only live once and I don’t want to waste what I am good at or what I love doing. So, I just started doing what I wanted to do and now I feel freer than ever before.
REFS/Sources:
www.ElenaVardon.com
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